IoT In the Auto Industry: Automakers Choose Microsoft as Connected Car Partner

What Does Mobility Mean? To Microsoft mobility means the mobility of the person, not of any single device. People now want their technology experience to move with them, from place to place and device to device, at home, at work, and on the move. And this is also true in the automotive industry and in today’s connected cars. People expect their car’s computing power to match its horsepower. And automakers are leading the way, bringing mobility solutions to their cars to meet drivers’ changing expectations, as well as enhance safety. These automakers see their cars as technology platforms, and they are choosing Microsoft as their partner.

Why are Are Automotive Giants Choosing Microsoft for IoT and Cloud? They are choosing Microsoft because we uniquely deliver end-to-end solutions from the cloud, to the device, to predictive analytics, and do so in a way that allows all our partners to innovate on top of their existing systems. Nobody else offers this breadth and depth to the auto industry.

Which Car Companies Have Chosen Microsoft for Cloud and IoT? Volvo Cars, Nissan, Harman and IAV announced  details about their partnerships with Microsoft to enhance their connected car strategies. They join Toyota, Ford, Qoros, Delphi, and other companies already working with Microsoft to bring their cars into the mobile-first, cloud-first world.

What’s the Future of The customer’s Relationship and Experience with These Connected Cars? In the near future, the car will be connected to the Internet, as well as to other cars, your mobile phone and your home computer. The car becomes a companion and an assistant to your digital life. And so our strategy is to be the ultimate platform for all intelligent cars.

At CES there were many demonstrations of a variety of mobility solutions available today and reveal new prototypes. They showed ways people can be more productive in their cars, how cars can monitor what’s happening in their surroundings to improve safety, and how cars can adapt to unique users to deliver a more personal driving experience.

  • Volvo Cars showcased new concepts that integrate Microsoft Band 2 with a Windows 10 smartphone and the Volvo on Call Universal App, creating new ways for customers to interact with their vehicles. From the new Microsoft Band, a Volvo owner can press and hold the action button and say, “Volvo, start the heater of my car,” among many other options.
  • Harman announced a collaboration with Microsoft that will integrate Microsoft Office 365 productivity suite capabilities into Harman infotainment systems. Drivers will be able to access Office 365 services and interact with them through intelligent personal assistant software to schedule meetings, hear and respond to important emails, and make Skype calls when in park, or when on the road in autonomous vehicles.
  • IAV will use Windows 10 Continuum to stream Windows 10 via a mobile device directly to a car’s dashboard, giving drivers access to Windows 10 features and apps such as Cortana, Skype for Business, Calendar, Outlook and Groove Music while the vehicle is in autonomous driving mode or parked. This integration allows drivers to use the devices they already own. Microsoft and IAV will also demo how to use Cortana Analytics and data from a vehicle’s surroundings to improve safety by anticipating and mitigating potential vehicle and pedestrian accidents.

In addition, Nissan Motor Company and Microsoft announced that all Nissan LEAF and Infiniti models in Europe will have Connect Telematics Systems (CTS) powered by Microsoft Azure.

Why Is Microsoft A Good Partner for the Auto Industry, IoT, Cloud Computing and Awesome Customer Experiences? Automakers are choosing Microsoft as their connected car partner to help them transform the consumer experience with a platform for intelligent cars that complements their own strategies and ambitions. With this partner focus, they are able to leverage their cloud-based intelligence technologies, productivity services and tools, and even personal assistant technologies like Cortana in a neutral manner.

They are able to strike the right balance between using data to create both intelligent and personal experiences, while helping maintain privacy and security. They are also able to create more natural, human computing interfaces. And, they are able to develop and deploy secure platforms and infrastructure to enable innovation on top of existing systems.

My POV: Why Are Partnerships The Path to Innovation? It’s simply that when we collaborate we are a better we, than a single me. At least that’s my saying. I am always a better me when I collaborate. With respect to Microsoft and the auto industry they are partnering to build mutual value, not to compete. The value of a true partnership comes when one is able to help automakers accelerate their mobile and cloud strategies and unlock new experiences for consumers, like no one else can.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Cloud and IoT That Drive Better Business Results and Awesome Customer Experiences

Dr. Natalie Keynote: Social Media And The Automotive Industry

Here’s my talk on Social Media Excellence in the Automotive Industry:

The summit is an exclusive environment for senior-level OEM, dealer, and finance executives in the car industry. In preparation for my keynote talk, I conducted some research to compare the level of social media engagement in the automotive industry. The platform I used was

The point of the research was to show Marketers how to go beyond the “Like” and actually measure and compare engagement (As well as other metrics like post volume, best time of day to post to get the most engagement, what type of content gets the highest engagement…)

Here’s where you can access the data from the study I conducted on the automotive / car industry social media engagement and the comparisons:

In the research, we looked at various vertical market segments in the auto industry. Here’s a list of some of the groups of cars we compared:

• Mercedes Benz
• Audi
• Jaguar
• Lexus
• Infiniti
• Volvo
• Toyota
• Mazda
• Honda
• Nissan
• Volkswagen
• Hyundai

Here’s a link to my slides from the Social Media and Automotive Summit:

“The Evolution of Social Media Marketing”

Social Media and Social Media Marketing are evolving at a rapid pace. The question is– is the automotive industry capitalizing on it and getting social media ROI from their social marketing and sales initiatives. The evolution of social media marketing is focused on engagement — “talking to” is now “talking with” —  “interrupting” is now “engaging" and  “marketing communications” is now “one-to-one conversation” or “one-to-many conversation.”

In addition, the consensus among many marketing executives is that engagement leads to persuasion, utility, and ultimately inspiration as well as advocacy and referrals — which is how word-of-mouth leads to sales.  My presentation explains how to analyze a brand’s engagement and how to understand what content creates the strongest engagement with a target audience. It also looks at how to focus content spend to achieve a higher ROI by increasing key target market audience size, engagement, and sales.

“Social ROI – Qualitative & Quantitative Benefits”

The Social Media Summit closed with a panel discussion featuring thought leaders from both the OEM and Dealer communities.  The discussion focused on the ROI delivered by Social 2.0 – both the qualitative benefits that the innovators and visionaries believed in as an act of faith, and the quantitative benefits that pragmatists required before making significant investments.  Areas of commonality and divergence between OEM and Dealer was the basis for a spirited discussion, providing a last opportunity for all delegates to engage the panelists and one another, leaving the Summit with newly gained insights on successful social media strategies in the automotive industry.


Dr. Natalie’s Executive Success Acceleration Firm
We work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts

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